Friday, March 8, 2019
Creative Brief Template (IMC Brief) Essay
1Marketing ObjectivesThe mails grocery store objectives such as sh ar or gaudiness goals, summary of commercialize situation, key competitor meetivity, grocerying issues and ch exclusivelyenges. H&Hs lucky brand image and channel development resulted in an all over 60% market share in Taiwan and around 20%-70% of market share around the world. Marketing issues and challenges faces indoors the company and the brand darlie.For them to donjon ahead in the ever-changing market, and continue its expansion plan, H&H-CP un negateable a complete channel strategy. Specifically, it wanted to, further increase the volume of purchase by the channels, and completely edge out competitors.The challenges face in spite of appearance the brand is the protray of racism to the black and religious commuity which H&H grow been endeavor to transpose its packaging and its brand darkie to darlie. However until date, the logotype of the toothpaste still exsist which cost a stir to the commun ity and also the market as many hoi polloi will boycott the crossroad. Build a strong, applied science-superior channel management system without disrupting the existing integrity. Their competitor includes, pearlie white, sensodyne, Kodomo and systema. These are the principal competitor that have been significant in the singapore market.2Communication ObjectivesWhat the communication demand to accomplish (e.g. transplant awareness, attitude, opinion, consideration or perception, etc including quantitative measures, what consumers are anticipate to think, feel or do.The Hawley & Hazel Group is a reliable and trusted manufacturer of high quality spoken care ingatherings, including the world-renowned Darlie brand of toothpastes and toothbrushes. effected in 1933, Hawley & Hazel has enjoyed a long history as one of the or so respected and recognised oral care urinates in Asia. Darlie toothpastes and toothbrushes are a firm family favourite for generations of consumers acr oss the region. It is our goal to make our consumers a healthy and sparkling white grin, enabling them to feel good-natured and footsure, wherever they are.The Hawley & Hazel Groups commercial efforts have sum home the bacon significant success, and Hawley & Hazels toothpaste products, sold under the Darlie brand, are a bestselling household public figure throughout the region. Today, Darlie toothpaste is one of the market leaders in China, Hong Kong, Taiwan, Singapore, Malaysia and Thailand, synonymous with nibble white teeth and a confident smile everywhere.3Corporate and / or Brand PositioningTaken from the corportate and / or brand transmission channel brand positioning. Includes station market, frame of reference, and the single relevant differentiated bring in (RDB key benefit). The target market of darlie are most people spick-and-span-made and old in the asia region as the leader in oral health care bringing healthy teeth and fresh sleek smiles to families an d individuals. However due to the racism case they have stop all sales in the USA and some parts of the world as they might be sued or even boycott by the people which racism is highly regarded in the country.4Brand Character The key phrases or cost which describe the personality the brand should consistently portray. They are dedicated to create and manufacturing leading edge oral hygiene products that harness the latest technology and some of the most state-of-the-art ideas in the industry. It is our goal to give our consumers a healthy and sparkling white smile, enabling them to feel attractive and confident, wherever they are. Unique fresh-tasting Darlie is your trusted brand in oral health care. It stands for healthy, clean white teeth and a fresh mouth, keeping you attractive and confident wherever you are.5Target Audience ProfileDemographics, psychographics, lifestyle and behavioural description of the target hearing (eg, first time buyers, cautious buyers, brand loyalty consideration etc), that leads to a key consumer insight, the single most important observation on how the target relates to the brand or category.The Demographics of targeted client are situated in the asia pacific region as the darlie sales in U.S have sparkled debates over the brand for many years even though H&H have been trying to change the perception of the people regarding the brand. Age throng will be people around the age of 11-50 as darlie has educe out with flavours of fresh mint solely which does non entice the little to use it and purchase it. The psychographic target hearing will be customers that endure Chinese as H&H have been trying to change the name from darkie to darlie however the chinese name remain the the chinese populated countries where people are aware of the brand for years already. The change of name in chinese populated country will bring down sales as they have been accustom to it for many years.6Main content / Communications FocusThe most impor tant message that essential be communicated, expressed in consumer language. Must be single minded and conjugated to the the single relevant differentiated benefit (RDB). During the early days of darlie, they only produce normal tooth paste with one or two flavours to get a line the needs of asia communities that are just progressing within their country. Therefore there are non much variation in the benefits it have and they do not look into the different problem faced by people having opposite oral problems. Now they have shifted towards different tooth care that entice teen adults to puchase example whitening product and also products that help with sensitive tooth. some of the advertisment were taiwanese actors as 80 percent of Taiwanese used Darlie as their toothpaste.7Support / Permissions to BelieveKey attributes that support the communication focus, dry lands why the target audience can believe RDB will be delivered. Can be sane (product claims, features, technologi es etc) or emotional (reputation, heritage, historical equities).For what I can see most advertisement are made using asian stars, this shows that they are trying hard to communicate and focus on asian to buy their products. Thats the reason why I believe they have successfully targeted the audience within their regent. They also seperate their product according to different kinds ranging from sensitive tooth to whitening. Different product have different advertisment to communicate with the target audience which are interested in the various products. Their packaging have also help customer recognise their product easily as they are more spirited and always glow and get notice by customers easily.8Current Audience Attitudes / erudition / BehaviourRelevant attitudes, behaviours and perceptions that need to be changed or will deform the key message (Use substantiating research where possible). Many singaporeans have potrays and of course refered as colgate to toothpaste. With th is statement, this proves that colgate has a very successful marketing communication to the consumers in singapore. This will further hinder in the sales of other brands of toothpaste as consumer always will think of colgate first when buying toothpaste for their own use. Whereas for Darlie, the brand name has been there more many years, but they are best-selling(predicate) in the asia regent as chinese customers have always name it as darkie9Desired Target Audience ResponseWhat they should think, feel and act after exposure to the communication. The promotional mix along with the advertising must be changed to reflect a more positive image of the product brand. Sales promotions, advertising, public relations, and personal selling efforts must be move to recapture market share and growth in the future. A activated strategy is not the solution however a more proactive approach should have been move by management. These types of issues must be pursued and anticipated to accommodat e the needs of the consuming public.10Communication EvaluationHow will the audience response be measured or evaluated (Detail research process and timings if relevant)? both actor that have come out for the advertisement for the darlie are goodish figures with nice white teeth which is able to convince individual into buy the product which have been for many years in the industry. Successful new products driving the share gains include Colgate Total Professional Clean, Colgate Max White, Colgate mad Enamel Protect and Darlie Sensitive Gum Protection toothpastes which consist of 18% of market shares around asia as cited in (http//investor.colgate.com/releasedetail.cfm?ReleaseID=380743&ReleaseType=Earnings) during year 2009.11Executional ManditoriesExecutional requirements, elements that should or should not be shown. Covers anchor line, copy and/or visual treatment, cultural issues, language, frame styles, legal constraints, specific management concerns etc.The things darlie sho uld look out for is to try to avoid or rather change the perception of the brand lento as many people have protest on the name of darlie and slowly enter the market in the US and the UK so to erect maximum profit and capability of the product. They should also stop using the rule book black man tooth paste in the all chinese advertisment, to avoid further complication with the law.12BudgetCreative, Media, Production etc. Detail inclusions and exclusions. Emphasise that concepts that cannot be produced within budget should not be presented.